GS1 maintains the global standards for barcodes that were launched over 40 years ago and with the adoption by more than 2 million member companies, over five billion barcodes are scanned each day around the world. GS1 US will provide education, training and access to services for its 300,000 member businesses to foster the adoption of Digimarc's barcode technology. GS1 US will also showcase the integrated solution at trade shows, seminars and other marketing activities and enable members to obtain the new barcode via GS1 US's website.

"Consumer demand and the advancing pace of technology has created an unprecedented need for accurate and easily accessible product information," said Bob Carpenter, president and CEO of GS1 US. "Our work with Digimarc reinforces our commitment to not only collaboration, but also to providing our members with innovative solutions to address their most pressing business challenges. Together, we will transform industry by empowering consumers to make more informed purchasing decisions."

Because it is invisible to consumers in ordinary use, Digimarc's barcode technology can be applied across all surfaces of a product package, which significantly increases the speed of scanning at retail checkout. Retailers benefit from lower costs through greater efficiency, while consumers enjoy a faster checkout experience and the ability to scan Digimarc-enhanced packages with their smartphones to obtain additional product information, pre and post purchase.

Combining the information standards and industry reach of GS1 US and Digimarc's technological breakthroughs, the new barcode will deliver:

valuable pre and post purchase experiences to benefit the consumer and the brand

Global commerce leaders and consumers are concerned about reliable identification and information about their products. As online commerce continues to grow, consumers demand more detailed information to guide purchase decisions and effective use. This collaboration will comprehensively address these needs. Additionally, retailers and their suppliers across all Industry sectors will gain a critical communication path to, and insights about, the consumers that use their products. GS1 US is a member of the 112-country GS1 federation that maintains the global standards for barcodes as the entry point for bringing this technology into the broader community.

"We will work diligently with GS1 US to help the industries that they serve to gain maximum advantage from our barcode technology," said Bruce Davis, CEO at Digimarc. "GS1 US is an ideal vehicle for creating awareness, providing education and training, and enabling efficient acquisition of relevant services. This collaboration represents a seminal event for Digimarc Barcode, fostering better understanding and effective use of this innovation by retailers, brands, and other users of barcodes." "GS1 US's support of the Digimarc barcode underscores the desire of retailers and brands to improve productivity and deliver the best shopping experience to their customers," Davis added.